Southwest launches “Enter Airplane Mode” campaign to combat traveler burnout

Southwest Airlines introduced a new brand campaign called “Enter Airplane Mode” aimed at helping travelers escape the daily grind and burnout, senior vice president and chief digital & marketing officer Sabrina Callahan said the effort helps customers recognize breaking points and book trips.

The campaign features a “Notification Vacation” extension that lets customers upload screenshots of homepage notifications to earn Rapid Rewards points and includes a Burnout Quiz, with more than 185 million points available; 76 % of respondents reported experiencing burnout and 68 % believe a trip can regain control of their time. The campaign spots were shot by Hollywood directors Will Speck and Josh Gordon, voiced by Adam Scott, and were created with ad agency GSD&M, creator agency Later and media agency Spark Foundry.